[Analysis] How Lidl is competing with Action, Decathlon and Ikea

The fact that Lidl has started opening separate DIY shops of its private label Parkside points to a new non-food strategy. The discounter also wants to make big moves with other non-food brands, but this does get the retailer into the territory of reputable specialists.

Non-food spearheads

Parkside is Lidl’s private label for the DIY category. It is no coincidence that the discounter manages that private label just like a full-fledged A-brand, as may be evidenced by its solid contract with Arnold Schwarzenegger. The opening of the brand’s own DIY stores in Hungary and Poland this summer is significant in that context.